My thoughts as a print fan at my first Cannes Lions
We took to Cannes Lions 2026 with one mission: to fly the flag for print
I am lucky enough to have travelled across the world for more print events than I can count (I think I'm slightly starting to show my age here!). From trade shows and manufacturer launches to conferences and even a Formula 1 racing track, the print industry certainly isn’t short of events.
But when my managing director Karis told me I was going to Cannes Lions (the International Festival of Creativity for anyone unfamiliar), I did have a little bit of a pinch me moment.
Firstly, it’s Cannes. Need I say more?
Secondly, it’s where the world’s biggest brands in advertising, marketing, and media come together to celebrate creativity, debate the industry’s biggest trends, and celebrate campaigns that have captured global attention - all under the glorious sunshine of the South of France.
Anyone who follows us over on LinkedIn, TikTok or YouTube will know, despite our Rosé Recap, we didn’t just go for the rosé (although admittedly the lines do start to blur slightly when you find yourself on a yacht with Mel C).
We went with a plan. Our mission was to fly the flag for print, talk to those in marketing about the impact print has on their campaigns, learn what brand managers are thinking about, and create content that would bring our audience along for the ride.
I’m really proud of what we achieved. It was an incredibly fun week, but it was also eye-opening. I’ve had a few weeks to digest and process everything we saw and the conversations we had, so here are my biggest takeaways from my first time as a print fan in Cannes.
1. Validation that print is super creative
When we emerged from the underground car park after I had taken on the challenge of driving abroad for the first time (credit to Karis for her pep talks and encouragement), we were immediately hit by branding all around for as far as the eye could see. There was no mistaking that Cannes Lions was in town.
Print wasn’t hiding in the background, it was everywhere. Every major brand had invested heavily in creating immersive, memorable spaces, and they even took over almost every building with wraps and signage along The Croisette, not wanting to miss out on this huge visibility opportunity. And it didn’t stop there. Pool floats, lifeguard towers, beach towels, ice cream tubs (and wafers on top!), drink coasters, shuttle bus wraps, window graphics, branded furniture, I could go on.
Print was everywhere, even in the villa pools!
If it could be branded, it probably was. And the thing that struck me about this as I took it all in was that none of this would be possible without print.
The second thing that struck me was how creatively it was used. Print was being used to completely transform spaces and make people stop, interact and remember the brand afterwards.
When you’re constantly reassuring those not ‘in the know’ that “print is in fact not dead, it’s alive and thriving, trust me”, walking around Cannes was pretty compelling evidence.
2. Print IS the experience
Something else that stood out was how brands weren’t just using print to promote themselves, they were turning it into part of the experience.
The Salesforce beach featured a souvenir shop packed with printed merchandise alongside live photography where visitors could have their photos printed and take them home. Canva had queues for branded ice creams served in branded tubs, a merchandise store selling T-shirts, tote bags, hats, towels, and more. Pinterest, a digital brand, was encouraging people to stay off their phones and send physical postcards instead, championing the power of direct mail.
Canva was selling branded merchandise ranging from €26 for a charm to €78 for a shirt
It wasn’t just the fact that print was being used far and wide as part of the experience, but people were also paying for it. Some of the merchandise was priced between €26 and €78 and they were selling out. What this told me was that print is a marketing tool that brands see as an added value opportunity.
3. Brand managers don’t think about “print”. They think about branding
One of the most valuable things we did during the week (and something we do best!) was simply talking to people.
The conversations revealed something very interesting. Brand managers aren’t thinking “We need some print”. They’re thinking “How do we make this activation memorable?” or “How do I make my brand stand out and create an experience?”. Print is one of the tools they use to achieve these goals.
As communicators and as an agency that helps print businesses to communicate their value in a way that their audience understands, this resonated with us. It made us wonder whether, as an industry, we are sometimes speaking a different language to the people buying our products.
If we talk about substrates, print technology and machinery while customers are talking about experiences, engagement, and branding, we’re going to be missing out on opportunities.
4. The print industry needs to show up where its customers are
This leads me on to my next takeaway. Printers need to be getting in front of these brand managers. We know, time out of production is tricky and there are already plenty of exhibitions and events in the diary. But this is where the customers are. It’s where brands are discussing what they want to achieve. It’s where marketers are sharing ideas and it’s where new trends emerge.
It’s so valuable to see these activations first-hand, understand what’s capturing attention and have conversations about where print could do even better. From conversations we had during the week, a more consultative relationship with printers is something many brands want and need. They need advice about what’s possible, how key branding colours are going to translate in print, how different substrates can affect the finished product, and more.
5. Sometimes the best inspiration comes from outside the print bubble
As with anything in life, a shift in perspective or thinking outside the box can be incredibly valuable. We spend so much time talking to other people in print (and we wouldn’t change it for the world), but we sometimes forget to look outside our own industry.
Of course, it’s important to attend print industry events to discover new technologies, equipment and techniques. But events like Cannes can bring a different perspective and offer a snapshot of how print is being used in the real world, how brands think, what’s exciting marketers, and what customers actually notice.
It leaves you with fresh ideas, new products or services to offer, or maybe even a new customer or two.
A change of scenery can be good for gaining a different perspective
6. It’s a fantastic way to inspire the next generation
Finally, Cannes made me think about the next generation of print. We talk a lot about attracting younger people into print. Well, I challenge anyone to spend a week surrounded by some of the world’s biggest brands creating incredible physical experiences in the South of France and tell me print isn’t exciting.
I came home feeling inspired, energised, and proud to work in print.
Now I know taking new starters to Cannes might not be practical, but there are plenty of fantastic events closer to home too. It’s about showing people the end result of what print helps to create, rather than just the machinery that produces it. That can completely change how someone sees our industry and make them think, ‘Wow, I want to be part of that!’
My final thoughts
So, if I had to summarise Cannes Lions, i’d say: Brands don’t think in terms of print. They think about branding, experiences and engagement. Therefore, our industry needs to meet customers where they are and speak their language. And printers should be at events like this. Not necessarily waving giant print flags (although ours certainly started plenty of conversations), but listening, networking, and showing brand managers and marketers what’s possible. Looking beyond the print industry can only make print stronger. Whether it’s attracting new talent, finding inspiration or understanding customers better, there’s huge value in stepping outside the industry’s own bubble.
Thanks Cannes Lions for reminding me that print is very much alive and well. And not only that, it’s helping to create some of the world’s most memorable brand experiences. That’s pretty cool.